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Demystifying Communication In a Digital World<br />Social Media 101<br />Shonali Burke, ABC<br />Presented at Goodwill Ind...
Media Through the Ages<br />© Imagesofanthropology.com<br />Image: Alibaba.com<br />Image: Library of Congress<br />
“Modern” Age Milestones<br /><ul><li>1600s: ads appear in English weeklies
June 1836: La Pressefirst to include paid advertising in its pages
20th Century: Women enter the business
1920s: Sponsored programming on radio, carries over to TV in the ’50s
1960s: Creativity and the “USP” enter the game
1980s/90s: MTV makes ads the focus, Internet marketing appears
21st Century: Interactive, contextually relevant ads</li></li></ul><li>“Old” Media Trends<br />Newspaper circulation    16...
“New” Media Trends<br />Average time on Internet: 27 hrs per month1<br />86% of employed Americans use the Internet2<br />...
Public Relations Trends<br />Between 1990 & 2001:<br />PR sector grew more than 3 times faster than advertising1<br />Betw...
The Millennials Are Here<br />Source: Pew Research<br />
Image: http://www.flickr.com/photos/matthamm/2945559128/<br />
The Shiny New Toy<br />Photo: http://www.flickr.com/photos/fsamuels/3323431435/<br />Cartoon: http://www.flickr.com/photos...
LinkedIn<br /><ul><li> Update profile
 Status updates
 Groups
 Recommendations
 Q&A
 Blog Integration</li></li></ul><li>Facebook<br /><ul><li> Grow “fans”
 Post regularly
 Engage
 Encourage action
 Causes
 Integrate Twitter feed, blog posts, Flickr</li></li></ul><li>Flickr<br /><ul><li> Smart tagging
 Groups
 Sets
 Integrate with other networks</li></li></ul><li>YouTube<br />
Twitter<br /><ul><li> Two-way conversation
 “Listen” (monitor)
 Respond
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Demystifying Communication in a Digital World: Social Media 101

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I recently presented a couple of workshops at Goodwill Industries International's 2009 Summer Learning Event, held annually for its employees. Here's the one on social media (primarily for newbies).

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  • “Yesterday: 2% - 19%. “Ever used”: 8% - 35%.
  • Influence & Engagement.
  • Transcript of "Demystifying Communication in a Digital World: Social Media 101"

    1. 1. Demystifying Communication In a Digital World<br />Social Media 101<br />Shonali Burke, ABC<br />Presented at Goodwill Industries International’s<br />2009 Summer Learning Event<br />
    2. 2. Media Through the Ages<br />© Imagesofanthropology.com<br />Image: Alibaba.com<br />Image: Library of Congress<br />
    3. 3. “Modern” Age Milestones<br /><ul><li>1600s: ads appear in English weeklies
    4. 4. June 1836: La Pressefirst to include paid advertising in its pages
    5. 5. 20th Century: Women enter the business
    6. 6. 1920s: Sponsored programming on radio, carries over to TV in the ’50s
    7. 7. 1960s: Creativity and the “USP” enter the game
    8. 8. 1980s/90s: MTV makes ads the focus, Internet marketing appears
    9. 9. 21st Century: Interactive, contextually relevant ads</li></li></ul><li>“Old” Media Trends<br />Newspaper circulation 16% (1997-2007)1<br />Radio listening 14% over last 10 years2<br />Magazine readership 5% over last 5 years3<br />OOH spends 7% over last year4<br />TV usage at an all-time high: 142:29 hours per month on average5<br />Cable TV/Satellite use: more than 65% of US HHs6<br />Ad spends 2-3% in 2008 v. 4-8% forecast7<br />1Newspaper Association of America 2Arbitron3MRI Fall Studies <br />4Outdoor Advertising Association of America 5 6 Nielsen 7NPR Interview with Jack Myers<br />
    10. 10. “New” Media Trends<br />Average time on Internet: 27 hrs per month1<br />86% of employed Americans use the Internet2<br />Share of adult Internet users on social networking sites from 8% - 35% (2005-2008)3<br />Video consumption on mobile/Internet devices between 2 & 4 hrs per month4<br />Internet ad spends 15.2% since last year5<br />#1: Search advertising<br />#2: Display banners<br />#3: Classifieds<br />14 Nielsen2 3 Pew Research 5PriceWaterHouse Coopers<br />
    11. 11. Public Relations Trends<br />Between 1990 & 2001:<br />PR sector grew more than 3 times faster than advertising1<br />Between 1990 & 2007:<br />PR “body count” 44%2<br />Advertising “body count” 14%3<br />Social marketing is on the rise<br />Social media is here to stay<br />1 2 3 PRWeek<br />
    12. 12. The Millennials Are Here<br />Source: Pew Research<br />
    13. 13. Image: http://www.flickr.com/photos/matthamm/2945559128/<br />
    14. 14. The Shiny New Toy<br />Photo: http://www.flickr.com/photos/fsamuels/3323431435/<br />Cartoon: http://www.flickr.com/photos/hubspot/3196650975/<br />
    15. 15. LinkedIn<br /><ul><li> Update profile
    16. 16. Status updates
    17. 17. Groups
    18. 18. Recommendations
    19. 19. Q&A
    20. 20. Blog Integration</li></li></ul><li>Facebook<br /><ul><li> Grow “fans”
    21. 21. Post regularly
    22. 22. Engage
    23. 23. Encourage action
    24. 24. Causes
    25. 25. Integrate Twitter feed, blog posts, Flickr</li></li></ul><li>Flickr<br /><ul><li> Smart tagging
    26. 26. Groups
    27. 27. Sets
    28. 28. Integrate with other networks</li></li></ul><li>YouTube<br />
    29. 29. Twitter<br /><ul><li> Two-way conversation
    30. 30. “Listen” (monitor)
    31. 31. Respond
    32. 32. Participate
    33. 33. Research
    34. 34. Engage
    35. 35. Customer service
    36. 36. Quality v. quantity</li></li></ul><li>“The More Things Change, <br />The More They Stay The Same”<br />
    37. 37. Do You Know Your Audience?<br />
    38. 38. What Are Your Measurable Objectives?<br />
    39. 39. Are Your Communications Integrated?<br />
    40. 40. Do You See Communication As A Business Function?<br />
    41. 41. Are You Listening?<br />Image: Hulag<br />
    42. 42. Pledge To End Hunger<br />Source: www.pledgetoendhunger.com<br />
    43. 43. Courtesy: Scott Henderson<br />
    44. 44. Courtesy: Scott Henderson<br />
    45. 45. Results<br />&gt; 4,600 pledges<br />&gt; 19,000 site visitors<br />$28K for Share Our Strength (@95% 1st-time donors)<br />2,600 members of Facebook Cause<br />Courtesy: Scott Henderson<br />
    46. 46. KPIs Business Objectives<br />Courtesy: KD Paine & Partners<br />
    47. 47. KPIs Business Objectives<br />Courtesy: KD Paine & Partners<br />
    48. 48. The Seven Basic Steps*<br />Identify your audiences<br />Define objectives for each audience<br />Define your measurement criteria<br />Define your benchmark<br />Select a measurement tool<br />Analyze data, draw actionable conclusions, make recommendations<br />Make changes, measure again<br />*Measuring Public Relationships, Katie Delahaye Paine<br />
    49. 49. Measuring Social Media<br />Photo: http://www.flickr.com/photos/base53/3665260292/<br />Photo: http://www.flickr.com/photos/goincase/3771760999/<br />Influence<br />Quality<br />Quantity<br />Engagement<br />
    50. 50. Key Performance Indicators<br />Track effectiveness of your program against business objectives<br />Sales<br />Donations<br />Membership<br />Web traffic<br />Subscribers<br />
    51. 51. The Shiny New Toy Is…<br /><ul><li> No longer a toy
    52. 52. Here to stay
    53. 53. An integral part of 21st century communications
    54. 54. What you make of it</li></ul>Photo: http://www.flickr.com/photos/fsamuels/3323431435/<br />
    55. 55. Questions?<br />Photo: http://www.flickr.com/photos/27546063@N03/3717938304/<br />You can find me at:<br />E-mail: info@shonaliburke.com<br />Twitter: http://www.twitter.com/shonali<br />Blog: www.WaxingUnLyrical.com<br />Web: www.shonaliburke.com<br />Skype: sburke15<br />Thank you!<br />
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